User experience and customer similar words, huge differences!

A post by Florian GUILBERT, MSc Student in Digital Marketing @KEDGE Business School. 

What do you think about CX and UX? Like most people, you probably think they are the similar! I thought the same before studying digital marketing in business school and now I can say it’s not the same at all!

UX is the customer/user’s experience with a specific product or service, a website, an app, or software. The design of the interface its usability, information architecture, navigation, comprehension, etc. all this things combined create the UX.

And CX? Forbes says that customer experience is the “cumulative impact of multiple touchpoints” over the course of a customer’s interaction with an organization, a brand, a company….  CX is a large concept including all channels and all products within the same brand, and how the user feels about them. Also, CX includes an idea of relationship created between consumer and the brand and how this relationship  could evolve.

To summarize:

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Which one should I favor?

Both, my captain!

If you have a bad UX when you start using an app or website, you will have difficulties finding what you want, browsing information will be confusing, and you will waste time, which is probably the worse thing for a consumer! In return, you can have the best  app or website of all times, but if you have a bad CX, and can’t deliver a good service or provide experience in your shop, the effect is null. In both cases, consumers are not satisfied.

Let’s take a look at some best examples of  CX and UX

Below a selection of my favorite CX!

L’Oréal Make Up Genius, L’Oreal does not only sell cosmetic anymore, but also beauty services thanks to augmented reality! They use new technologies every day, I love it!

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Peugeot: Peugeot’s Connect app service is the companion of the car which includes monitoring and controls functionalities!  Mobiles services help the use of physical products, just a great idea!

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Nike + :  Nike+ follows you all day long by recording your trainings sessions and coaching you according to your physiognomy. A personal coach in your pocket!

Below a selection af my favorite UX!

Graze : One of my biggest pet peaves on any website is when it’s not immediately clear. Here, there is a really simple explanation of what the company does and what you need to do!

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Farmdrop : There are only two options for the user at this stage: explore the shop or find out more. This provides the customer with a straightforward journey and guides them towards the purchasing stage.
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Vertty : Vertty just sells one product, you flick between all the different color options and you see you all the key information when you hover your mouse over the product.GUILBERT 6

And you? What your best example of UX and CX? Give me your opinion 😉

Florian GUILBERT

Using technology to increase student engagement: my top tools

Between 10 and 15 minutes.

That’s, according to psychologists , the attention span of students in class these days. A bit of an issue when most classes last between 60 and 90 minutes, right?

Good indicators of a teacher loosing his/her student’s attention are, in my experience, students smiling at their computer or phone screens (they got a message from a friend/lover), or them typing frantically and never looking up at you (they are working on something else, sending an email).

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Alongside all the “traditional” strategies to increase student’s attention and engagement, some apps and technologies can also make a difference.

Forget the time you banned students from going on their phones and computers in class!

Now, you need to push them to use this very technology – that supposedly distracts them – for purposeful use in and out of class. That is, according to me, the way forward.

Here are a few tools that me and my colleagues use and that are worth discovering for improved levels of student engagement:

  • Hstry : I discovered Hstry at a meetup in Brussels where the CTO pitched it. It’s a brilliant tool to create interactive timelines for students, which they can populate themselves too and use for studying purposes out of class. They also share community timelines created by other users, like this cool history of the Internet.
  • Padlet : used by many and available in web and mobile app format, Padlet also has a timeline format where students can post content (videos, documents, pictures, ideas) and structure presentations, topic discussions. It’s a bit more advanced than Hstry in terms of functionalities but equally cool and can be edited directly in class.
  • Jamstorming : another great tool for in-class engagement, which allows teachers to create interactive workshops by adding questions that students will aswer to in class. Students can also vote for the best answers, rate them, and organise them. Data is then downloadable for further use.
  • Cocertify : I just discovered this tool and will try and use it asap, because it allows something I am really keen on, which is peer assessment. You build your assessment with the desired criteria, then share it with students and analyse results afterwards.

I hope these reviews help. And you, which tools do you use as an educator, or even manager to engage your audience? Which ones do you recommend as a student?

 

Instagram’s regressive aesthetics

I was discussing the other day with a game user interface designer from Edinburgh. Our conversation meandering and common interest for technologies led us to talk about Instagram, and all the cool filters that they allow you to superimpose on your pictures. Well, “cool” was my personal view, my friend, on the other hand, did not seem much impressed by the technology, arguing that he preferred keeping the pristine purity of his shots. Fair enough.

Then, he raised a very interesting point, saying that “Instagram filters offer a way of regressing in the practice of photography”, a way of going back to vintage, dated aesthetics that were, only a few years ago, sharply neglected as outdated modes of representation.

Now, people seem increasingly attracted by these technologies and ways to broadcast their lives and interests. Which benefits do Instagram filters really bring to users? Is it the playfulness of the application? The ability to position oneself in a certain way in the social realm? What do these little square pictures tell about us?

What does this one Instagram picture say about me?

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